New Wave Group (NEWA) CMD 2025 summary

Strategic direction and growth ambitions

• Focus on rapid adaptation to market changes, leveraging agility and quick decision-making, and prioritizing growth through brand development, acquisitions, and international expansion.

• Ambitious goal to achieve over 10% annual organic growth when markets recover, with emphasis on expanding in the U.S., Eastern Europe, and Australia.

• Teamwear and corporate segments prioritized for expansion, aiming for global leadership in corporate wear and significant growth in teamwear, especially in the U.S.

• Reluctance to acquire brands solely dependent on retail, focusing on brands that can be leveraged across both retail and corporate channels.

• Family succession planning is in place, with the next generation being prepared for long-term ownership, though operational roles are not mandated.

Technology, automation, and operational excellence

• Automation and robotics in warehouses have transformed cost efficiency, accuracy, and scalability, with ongoing investments in mature technologies and plans for further automation in key logistics hubs, including potential new automated warehouses in Germany, France, or Eastern Europe.

• Adoption of AI is currently limited to marketing material production, with a strategy to rapidly implement proven technologies as they mature.

• Advances in print and embroidery technology enable rapid, cost-effective customization, supporting merchandise and promotional business growth.

• High service levels with 98% inventory availability and rapid fulfillment, supported by advanced automation and large-scale distribution centers.

• Digital meetings have reduced travel, but in-person engagement remains essential for building new relationships and market insights.

Market and business development

• E-commerce and direct-to-consumer channels are the fastest-growing segments, especially among younger consumers, and are seen as complementary to retail.

• Retail remains the largest channel but faces margin pressure from private labels and home brands; the strategy is to focus on winning retailers and long-living styles.

• Footwear is a key growth category, targeted to increase from 5% to 15% of brand revenue by 2030, leveraging global running trends.

• Teamwear and club business are expected to grow to 35% of revenue by 2030, with a strong emphasis on local presence, custom design, and high service levels.

• Corporate business, especially through promotional channels, remains the most profitable segment, leveraging group synergies and premium positioning.